同程旅游

用素人打通东南亚内容链

同程旅游

用素人打通东南亚内容链

2000+

素人合作

+25%

搜索热度提升

4.7%

合作内容平均互动率

Client

同程旅游

Industry

OTA / Online Travel Platform

Solution

多国内容本地化增长解决方案

Services

#内容本地化 #素人矩阵运营 #东南亚社交增长 #品牌声量建设 #跨国内容体系 #KOC共创 #小红书海外运营

Problem

想出海讲故事，先得听懂本地的语气词

As one of China’s leading online travel agencies (OTA), Tongcheng Travel sought to deepen its presence in Southeast Asia.
However, the brand faced three key challenges in its content expansion:

Cultural Fragmentation — Diverse cultural backgrounds across six markets made it difficult to craft universally resonant messages.
Lack of Local Creators — Limited access to native KOC resources hindered localized storytelling at scale.
Content Efficiency Bottleneck — Varied travel preferences across countries increased the complexity of content planning and execution.

Tongcheng needed more than just a few viral posts — it needed a repeatable, scalable local content system.

As one of China’s leading online travel agencies (OTA), Tongcheng Travel sought to deepen its presence in Southeast Asia.
However, the brand faced three key challenges in its content expansion:

Cultural Fragmentation — Diverse cultural backgrounds across six markets made it difficult to craft universally resonant messages.
Lack of Local Creators — Limited access to native KOC resources hindered localized storytelling at scale.
Content Efficiency Bottleneck — Varied travel preferences across countries increased the complexity of content planning and execution.

Tongcheng needed more than just a few viral posts — it needed a repeatable, scalable local content system.

Solution

邀请本地人讲好本地故事

Building a human-centered content growth engine across six Southeast Asian markets.

Local Matrix Accounts on Xiaohongshu (Malaysia First)
- Established 60 local IP Xiaohongshu accounts from scratch, each built around authentic, localized voices.
- Our in-house operation team managed daily nurturing and publishing, maintaining over 80 active accounts and thousands of original posts.
Authentic Handwritten Content Production
- Unlike mass AI-generated outputs, we emphasized real people, real stories, real experiences.
- Produced 150–200 handwritten posts daily, reflecting local lifestyles and travel perspectives in Malaysia.
Collaborative Topic Planning & Creative Co-creation
- Designed content themes based on search insights, local travel paths, and cultural rhythms.
- Maintained two strategic storytelling pillars:
  - “Outbound travel through Malaysian eyes”
  - “Life of Chinese expats in Malaysia”

Building a human-centered content growth engine across six Southeast Asian markets.

Local Matrix Accounts on Xiaohongshu (Malaysia First)
- Established 60 local IP Xiaohongshu accounts from scratch, each built around authentic, localized voices.
- Our in-house operation team managed daily nurturing and publishing, maintaining over 80 active accounts and thousands of original posts.
Authentic Handwritten Content Production
- Unlike mass AI-generated outputs, we emphasized real people, real stories, real experiences.
- Produced 150–200 handwritten posts daily, reflecting local lifestyles and travel perspectives in Malaysia.
Collaborative Topic Planning & Creative Co-creation
- Designed content themes based on search insights, local travel paths, and cultural rhythms.
- Maintained two strategic storytelling pillars:
  - “Outbound travel through Malaysian eyes”
  - “Life of Chinese expats in Malaysia”

Result

2000+ 条小红书素人笔记上线

2000+ KOC posts launched across Malaysia, creating a genuine and engaging content network.

+25% Search Visibility — Keyword frequency and brand recall increased significantly.
60+ Active Matrix Accounts — Consistent multi-creator collaboration enabled sustainable content growth.

2000+ KOC posts launched across Malaysia, creating a genuine and engaging content network.

+25% Search Visibility — Keyword frequency and brand recall increased significantly.
60+ Active Matrix Accounts — Consistent multi-creator collaboration enabled sustainable content growth.